If you’re responsible for B2B sales—or you’re the person everyone turns to when the pipeline dries up—this is for you. Maybe you’ve tried sales “playbooks” before and ended up with a pretty PDF collecting dust. Or you’re stuck copying what worked for a different industry and it’s not clicking. Good news: building a custom playbook in Bullseye doesn’t have to be a headache, and it can actually move deals forward. Here’s how to create a playbook that works for your team, not against them.
Why Custom Sales Playbooks Matter (and When They Don’t)
Most “playbooks” are too generic. They’re either recycled from another business or crammed with buzzwords and no real guidance. A good custom playbook does two things: - Gives your team clear, real-world steps for each part of the sales process. - Helps new reps ramp up faster and keeps experienced ones from winging it.
But don’t overthink it. If your team is four people and you’re selling one product to one type of buyer, you probably don’t need a hundred-page manual. Focus on what actually changes outcomes—messaging, cadence, key objections, and what to send.
Step 1: Get Clear on Your Goals (or Don’t Bother)
Before you start clicking around in Bullseye, figure out why you’re making a playbook. Be honest:
- Is your team struggling with consistency?
- Are reps skipping steps or going off-script?
- Are you expanding to new segments or rolling out a new offering?
Write these down. If you can’t answer in a sentence, you’re not ready yet. Don’t build a playbook just because “everyone has one.” Build it to solve a real problem.
Step 2: Map Out Your Sales Process (Keep It Simple)
You don’t need a consultant to do this. Just grab a whiteboard, notebook, or even a napkin, and jot down:
- The steps your reps actually take to close a deal (not what you wish they did).
- Typical touchpoints: calls, emails, LinkedIn, demos, proposals.
- Major decision-makers involved.
- Common roadblocks and objections.
Pro tip: Ask a few reps to walk you through the last deal they won and the last one they lost. Patterns show up fast.
Step 3: Set Up Your Playbook Structure in Bullseye
Now, log into Bullseye. Here’s how to avoid getting lost in the weeds:
1. Choose a Playbook Template (or Start From Scratch)
- Bullseye offers templates for different sales motions—outbound, inbound, account-based, etc.
- If you’re new, pick the template that’s closest to your process. Don’t try to “Frankenstein” three templates together.
- If your process is unique, start with a blank playbook.
2. Define Stages and Milestones
- Map each stage to a real step in your sales process: e.g., “Initial Outreach,” “Discovery Call,” “Proposal Sent,” “Negotiation.”
- For each stage, add a short description. Keep it to one or two sentences.
3. Assign Actions and Touchpoints
- For each stage, list what’s actually done. Example:
- “Send intro email”
- “Book call”
- “Share case study”
- Don’t list every possible action. If it’s not essential, leave it out.
4. Add Resources and Templates
- Drop in email templates, call scripts, objection-handling guides, and relevant case studies.
- Link out to docs or one-pagers—don’t paste walls of text.
- If you don’t have these yet, note the gaps and fill them later.
What to ignore: Don’t waste time detailing internal processes (like how to update your CRM) unless it’s a common failure point.
Step 4: Make Playbooks Usable—Not Just Pretty
A playbook is worthless if it sits unopened. Here’s how to make sure your team actually uses it:
- Keep instructions short. If a step takes more than two lines to explain, break it into smaller parts.
- Use plain language. Say, “Send this email to the main contact” instead of “Leverage targeted outreach communication.”
- Attach real examples. Show what a good email looks like (and a bad one, if you’re brave).
- Keep everything in one place. Don’t force reps to bounce between five tools.
- Encourage feedback. Add a spot in Bullseye for reps to flag what’s outdated or confusing.
Pro tip: Do a “dry run” with a new rep. Watch where they get stuck or ask questions. That’s where you need to clarify.
Step 5: Roll It Out (and Avoid Common Pitfalls)
Don’t just announce a shiny new playbook and expect magic. Here’s what actually works:
- Walk reps through the playbook live. Show them where to find templates and when to use each step.
- Explain the “why.” If a step feels pointless, say so—or cut it.
- Start small. Roll out the playbook for one sales segment or team first.
- Check in after a week. Ask what’s working and what’s ignored.
- Tweak as you go. Treat the playbook as a living document, not a set of commandments.
What doesn’t work: Forced compliance. If you make people check boxes for every step, they’ll find ways to game the system or ignore the playbook entirely.
Step 6: Measure What Matters (and Ignore Vanity Metrics)
Don’t get seduced by fancy dashboards. Focus on a few things:
- Adoption: Are reps actually using the playbook steps? Bullseye can show usage stats. If no one uses a section, figure out why.
- Outcomes: Are deals moving faster or closing more often? If not, your playbook isn’t helping.
- Feedback: Are reps suggesting changes or sharing what works? That’s a good sign. Silence usually means they’ve tuned it out.
Ignore: Time spent “in the playbook.” Just because reps click around doesn’t mean it’s useful.
Step 7: Keep It Alive—Iterate, Don’t Overhaul
Even the best playbook gets stale. Treat it like software—ship updates often based on real feedback:
- Schedule quick reviews every quarter (or when something changes—new product, new competitor, etc.).
- Highlight what’s changed so people know where to look.
- Ask for war stories. What’s working in the field? What’s not?
Don’t: Rewrite the whole thing from scratch every year. Small, steady updates beat big annual overhauls.
Pro Tips for Playbook Success in Bullseye
- Limit complexity: The more steps, the less likely people follow them.
- Trust your team: Let experienced reps skip to advanced tactics; don’t chain everyone to the same playbook.
- Avoid “best practices” for the sake of it: What works for a SaaS unicorn may flop in your niche manufacturing business.
- Don’t let perfection stall you: A simple, half-finished playbook is better than an over-engineered one nobody uses.
Keep It Simple, Ship It Fast
You don’t need a perfect playbook. You need one that’s clear, useful, and easy to update. Bullseye makes it easy to start small and improve over time. Focus on what actually helps your team sell better. Cut the fluff, test in the real world, and keep listening to your reps. The best playbooks aren’t the prettiest—they’re the ones that get used.